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CIBC Aventura Inspires Spontaneous Travel in Campaign by Juniper Park\TBWA

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Cardholders surprised with opportunity to “drop everything and fly”

CIBC Aventura Inspires Spontaneous Travel in Campaign by Juniper Park\TBWA
Travel reward cards - we all have them, and we’re all saving for that one special trip… But when did we stop being spontaneous and travelling on a whim?
 
To get CIBC Aventura cardholders to use their points instead of hoarding them, the travel rewards card and its agency Juniper Park\TBWA is positioning itself as the card that lets consumers be spontaneous and, well, drop everything and fly. 
 
The creative idea came from the consumer benefit of CIBC Aventura – which is that Aventura cardholders can be more spontaneous and use their points more often because so few points are needed for a short haul flight. We set out to show cardholders how easy it is to “drop everything and fly”.


  
To give consumers the rush that comes with being spontaneous, we used Snapchat Spectacles to put viewers in the shoes of actual CIBC Aventura cardholders who have decided to drop everything and fly. Instead of focusing on the actual trip itself, the spot focuses on the spontaneous nature of impromptu travel and the fun and exciting chaos that comes after travellers book their trips.  The spot is amplified with 6 second bumper ads that tease the spectacles footage, along with a canvas ad that immerses viewers in the excitement of deciding to drop everything and fly.
 
The campaign takes a multi-channel approach:  Digital video, Digital display, Social, Print, Radio and OOH will be used to grab attention, build an emotional connection and demonstrate that Aventura rewards are real and tangible.  Digital and programmatic data will also be utilized to directly engage consumers, showing how Aventura makes their spontaneous travel goals possible.
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Client

Brand: CIBC Aventura

Post Production / VFX

Post Production Company: Plank

Creative Agency

Account Executive: Jaqueline Lam

Art Director: Jennifer Szilagyi, Cassandra Valchuk

Chief Creative Officer: Terry Drummond, Alan Madill, Barry Quinn

Copywriter: Laura Simhoni, Brianne Collins, Craig Horning

Creative Agency: Juniper Park\TBWA

Digital Producer: Shannon Kennedy

Digital Strategy: Anne Zahan

Group Account Directors: Shelly-Ann Scott

Group Creative Director: Andy Linardatos, Hylton Mann

Planning Director: Yeda Beraldo

Print Producer: Toby Sime

Producer: Martina Esguerra, Christine Tsao, Gemma Knight (Video)

Production Company

Director: Jesse Blight

DOP: Jesse Blight

Executive Producer: Andria Minott

Production Company: Circle Productions

Music

Audio Post Production: Pirate Toronto

Producer: Chris Tait

Sound Engineer: Ian Boddy

Offline

Edit Company: Plank

Editor: Tyler Erdelac

Genres: Documentary, People

Categories: Credit cards, Finance

Juniper Park\TBWA, Tue, 02 May 2017 10:54:27 GMT